The Power of Partnerships: ACAT 2025 – 2026 Results

When an international traveller chooses Atlantic Canada, that journey often begins long before they arrive.

It may start with a travel advisor recommending a road trip through New Brunswick and Prince Edward Island, a journalist sharing the coastal beauty of Newfoundland and Labrador, a tour operator building an itinerary that includes Nova Scotia, or a new direct flight that makes it easier to explore one or several of Atlantic Canada's four unique provinces.

By bringing together the four Atlantic provinces, ACAT helps tell a stronger regional story in international markets while ensuring each province has opportunities to showcase its own distinct experiences, landscapes and cultures.

Throughout 2025 - 2026, the Atlantic Canada Agreement on Tourism's (ACAT's) collaborative marketing initiatives delivered results that benefit tourism businesses across all four provinces.

Working with 38 international travel trade partners, ACAT generated more than $27 million in tourism sales and over 84,000 room nights, achieving an overall return on investment of 46:1. 

Through 23 travel trade familiarization tours, nearly 1,000 online travel advisor training completions, and participation in major international trade events, travel advisors and tour operators gained firsthand knowledge of Atlantic Canada and the unique experiences each province offers.

Media relations also played an important role in sharing the region's stories with consumers in the United States and the United Kingdom. Through 32 international press trips to the region, 145 media features, and ongoing public relations support, ACAT generated more than 1.15 billion media impressions and an estimated $16.2 million in earned media value. Many of these stories focused on the individual strengths of each province from coastal adventures and culinary experiences to vibrant communities, rich history and authentic cultural experiences, while reinforcing Atlantic Canada as a must-visit destination.

Improving access to the region also remained a priority. ACAT partnered with airlines serving Atlantic Canada from key European markets and supported in-market trade and media events promoting direct air service. These partnerships build awareness of direct access, making it easier for international travellers to visit the region, whether they choose to immerse themselves in a single province or discover the diversity of all four during one trip.

Together, the provinces have a stronger presence in priority international markets than they would alone, creating opportunities that extend across the region and into communities. By working together, the four provinces continue to grow awareness, attract new visitors and create lasting economic benefits for tourism businesses in Atlantic Canada.

This project has been made possible through funding provided by the Atlantic Canada Agreement on Tourism (ACAT).  ACAT is a nine-member pan-Atlantic initiative comprised of the Atlantic Canada Opportunities Agency, the four Atlantic Canada Tourism Industry Associations, and the four Provincial Departments responsible for tourism.